TV and print advertising for the redesigned Ford Motor Co.’s 2011 Explorer next month will emphasize fuel economy, off-road and towing capability and a smoother ride. Simply put, Ford wants buyers to think: Different build but better capability.
The redesigned Explorer won’t be working with the traditional SUV features such as rugged body-on-frame construction, rear-wheel drive and V-8 power.
Ford aims to let people know that the model will perform like an SUV even if its unibody construction makes it a crossover. Amy Marentic, Ford’s group marketing manager for North America cars and utility vehicles, said that “reinvention” is what’s inspiring the campaign. He claims that the fuel economy and refinement of this model would surprise buyers.
Production started on Dec. 1, and delivery to dealers has started on Dec. 6. Ford has also started an aggressive viral and grassroots campaign for the Explorer.
On Facebook, there is a Web campaign, dubbed Explorer Live, where Ford responds to questions about the vehicle using short videos. There are videos that feature celebrities like Bret Michaels and rap star Snoop Dogg.
Explorer Live, which is derived from Ford’s use of Facebook to launch the model this summer, has been running for about a month and so far, has gotten about 250,000 views.
Letters and e-mails will also be sent to its almost 4 million current Explorer owners, informing them that they can take advantage of a loyalty incentive. In addition to other incentives, Ford will offer them $750 for a lease and $1,500 for a purchase. [via autonews - sub. required]